Robinsons, the U.K. fruit drinks brand owned by Britvic, recently launched a range of fruit squashes and cordials aimed at adults for the first time. In the first ad, which came out in January, a little girl explained the benefits of squash to adults. But now the brand goes one further and confronts perhaps its biggest rival for adults when it comes to drinking occasions--alcohol.
The new spot, by Saatchi & Saatchi London, shows a woman leaning into her refrigerator for her bottle of white wine, only to be interrupted by the voice of a little boy. "Lucy," he admonishes, "I know it's been a hard day and you need to relax. But it's only Monday."
He goes on to explain how he drinks squash, especially after "double maths Mondays," and how Robinsons' new range includes sophisticated cordials with botanical flavorings like elderflower or crushed lime and mint.
Max Sherman at Blink directed the ad--which we thank has a good chance of being noticed, possibly by guilty parents whose kids disapprove of them drinking wine on a Monday.